Influence Of User Interaction On Creative Output Of New Products In Virtual Community:the Cross-layer Moderating Effect Of Community

Facing the wave of globalization and increasingly competitive market,continuous innovation is the basic guarantee for the survival and development of enterprises;meanwhile,users are one of the crucial creative sources of enterprises.Virtual community is a major platform for user interaction and enterprises to mining effective user ideas.However,the high-quality creative output of users is not achieved overnight,which requires users have active participation and interactive discussion.As for this,enterprises could effectively control the user interaction behavior,simultaneously take a series of management measures to guide user interaction,which may promote the creative output of new products.So how does user interaction and virtual community management affect the creative output of new products? How does the cross-layer moderating effect of virtual community management on the relationship between user interaction and creative output of new products? This paper launches the research exactly around the proposed questions.Comprehensive application of the multi-level theory,group dynamics theory,virtual community management,creative management and other related theories,this paper explores the effect of virtual community management and user online-offline interaction on the creative output quality and quatity of new product,as well as the cross-layer moderating effect of virtual community management on the relationship between user online interaction and creative output of new product.First,this paper systematically arranges the related researches in virtual community management,user interaction,the creative output of new product and their relationship.Then,the paper presents the hypotheses and conceptual model on the effect of virtual community management and user interaction to the creative output of new product and the cross-layer moderating effect of virtual community management.At last,the paper based on sample data that extracted from 20 virtual communities,which including 2000 sample data about user interaction and 80 questionnaire data filled in by virtual community administrators,and using multiple linear regression and multi-level regression to conduct empirical test.After the above analysis process,this paper draws the following conclusions:(1)The user online interaction(customer-customer interaction,customer-enterprise interaction)has a significant positive impact on the creative output quality and quatity of new product.However,the intensity of user offline interaction not affect the creative output quatity of new product,while the intensity of user offline interaction has significant impact on the creative output quality of new product.(2)The online customer-enterprise interaction and offline interaction intensity have significant interaction impact on the creative output of new products.However,the online user-user interaction and offline interaction intensity have no significant interaction impact on the creative output of new products.(3)User autonomy and privacy information management have no significant impact on the creative output of new product.(4)User autonomy has the moderating effect on the relationship between user online interaction(customer-customer interaction,customer-enterprise interaction)and the creative output of new product.Then,privacy information management has the moderating effect on the relationship between user online interaction(customer-customer interaction,customer-enterprise interaction)and the creative output quality of new product,while it hasn't the moderating effect on the relationship between user online interaction and the creative output quantity of new product.In conclusion,the paper deepens the understanding for the relationship between virtual management,user interaction and the creative output of new product.Meanwhile,the paper has managerical implications for Chinese manufacturing enterprises how to use the virtual innovation community to capture potential creators,and then effectively mining the value of user ideas.